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Michael L. Naraine and Milena M. Parent

The purpose of this study was to examine sport organizations’ social-media activity using an institutional approach, specifically, to investigate the main themes emanating from Canadian national sport organizations’ (CNSOs) social-media communication and the similarities and differences in social-media use between the CNSOs. An exploratory qualitative thematic analysis was conducted on 8 CNSOs’ Twitter accounts ranging from 346 to 23,925 followers, with the number of tweets varying from 219 to 17,186. Thematic analysis indicated that CNSOs generally used tweeting for promoting, reporting, and informing purposes. Despite the organizations’ differing characteristics regarding seasonality of the sport, Twitter-follower count, total number of tweets, and whether the content was original or retweeted, themes were generally consistent across the various organizations. Coercive, mimetic, and normative isomorphic pressures help explain these similarities and offer reasons for a lack of followership growth by the less salient CNSOs. Implications for research and practice are provided.

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Emily Stadder and Michael L. Naraine

row, while there was a unique column for the following: content of tweet itself, time and date of tweet, tweet type (i.e., tweet or retweet), number of retweets, hashtags used, and user accounts mentioned. Analysis A thematic analysis was performed using Leximancer, following the work of Naraine and

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Bridie Kean, David Fleischman and Peter English

been previously used successfully (see English, 2014 ). This was determined after a pilot analysis of cross-coding among the researchers included uniform responses to questions. Data from the N  = 38 web pages were analyzed via SPSS and Leximancer. SPSS was used to analyze the frequency of category

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Evan Frederick and Ann Pegoraro

(see Strauss & Corbin, 1990 ), which is when connections are made between categories, effectively bringing separate categories together under the umbrella of an “overarching theory or principle” ( Lindlof & Taylor, 2011 , p. 252). After the traditional inductive analysis, we used Leximancer